【外刊英语精读】喜茶的赠品营销 | freebie marketing

Freebies gain popularity among consumers as marketers hit sweet spot营销者找到“甜蜜点”，免费赠品受到消费者青睐Consumers are going all out to grab freebies, a marketing tactic that is generating new business growth points for brands amid rising consumption levels and a booming tourism sector.消费者火力全开“抢夺”免费赠品，在消费水平上升和旅游业蓬勃发展的背景下，这一营销策略为品牌创造了新的业务增长点。During this year's May Day holiday, a freebie given out by Chinese tea maker Heytea was in high demand.在今年的五一假期期间，中国茶饮品牌喜茶推出的一个免费赠品广受欢迎。Heytea launched city-themed fridge magnets, joining hands with 11 tourist hot spots, such as Guangzhou and Jiangmen in Guangdong province, Luoyang in Henan province and Sanya in Hainan province.喜茶推出了以城市为主题的冰箱贴，并与广东省广州市、江门市，河南省洛阳市和海南省三亚市等11个热门旅游景点合作。When Heytea handed out the magnets at some scenic spots and its own outlets, consumers lined up and the magnets were all taken within an hour.当喜茶在一些风景名胜区和自己的门店发放冰箱贴时，消费者排成长队，磁铁在一个小时内就被领取一空。The freebie — in the form of a fridge magnet — helps promote sales of Heytea.这种“冰箱贴”免费赠品促进了喜茶销售。In the outlets earmarked as fridge magnet claim stations, daily sales rose 180 percent from the level seen before the holiday.在指定的冰箱贴领取点，日均销售额比假期前增长了180%。The Heytea experience demonstrates how business is being generated by freebies.喜茶案例显示出免费赠品如何创造业务增长。Last year, KFC launched the Psyduck (an animated creature resembling a yellow duck) as its Children's Day set meal gift. As the gift was handed out immediately, it was then priced at over 1,000 yuan on secondhand platforms. Likewise, when US coffee chain Starbucks launched a limited edition cat paw mug, the mugs were sold out within minutes after the product went on sale. The mugs were sold for 199 yuan at stores, but often resold online for as much as 1,800 yuan.去年，肯德基推出“可达鸭”（一种类似黄色鸭子的动画角色）作为儿童节套餐的礼品。由于该礼品立即被领取完毕，二手平台上的售价一度超过1000元。同样，当美国咖啡连锁店星巴克推出限量版猫爪杯时，这些杯子在产品上架后几分钟内就售罄。这些杯子在门店售价199元，但在网上经常以1800元的价格转售。"The popularity of freebies comes from consumers' emotional appeal and consumption desire to their favorite brands or intellectual properties. It is also promoted by the development of the tourism industry。"“消费者会对自己喜爱的品牌或知识产权产生情感诉求和消费欲望，免费赠品的流行正是源于这一点。旅游业的发展也对这一趋势推波助澜。”"The launch of freebies not only raises consumers' interest in products, but also increases IP exposure and brand loyalty. It is a win-win marketing strategy."“免费赠品的推出不仅提高了消费者对产品的兴趣，还增加了知识产权的曝光度和品牌忠诚度。这是一种双赢的营销策略。”According to a report by online market information observer canyinj.com, the reason for the popularity of freebies is that they have become a social currency.根据网上市场信息观察媒体“餐饮界”网的一份报告，免费赠品受到欢迎的原因是它们已经成为一种社交货币。"The products represent brands' culture and serve as something to talk about, stimulating consumers' desire to express themselves, while bringing them emotional value," it said.报告称：“这些产品代表了品牌的文化，成为人们讨论的话题，激发了消费者表达自我的欲望，同时也给予他们情感价值。”"The fact that freebies are limited further makes consumers, especially young consumers, willing to buy and share them with friends. As limited editions are more precious, having the limited editions makes them feel good," said canyinj.com's report.“免费赠品的限量性进一步促使消费者，尤其是年轻消费者，愿意购买并与朋友分享。由于限量版更加珍贵，拥有限量版使他们感到愉悦。”餐饮界网报告表示。前往小宇宙评论区与主播互动